Are your emails disappearing into the dreaded spam folder? Is your deliverability rate plummeting faster than a rock in a bottomless pit? Don’t despair and throw in the towel just yet! Switching domains might seem like the easiest solution, but it’s just a temporary bandage that doesn’t address the underlying problem.

Instead of bouncing around like a lost email trapped in a spam filter, let’s focus on fixing what’s truly causing your email reputation woes. By implementing some simple yet effective practices, you can revive your deliverability and get your emails back where they belong: in the inboxes of your subscribers.

Reducing Complaints:

  • Permission is Power: Ensure every single recipient on your list has explicitly opted-in to receive your emails. Respecting boundaries builds trust.
  • Segmentation is Key: Tailor your content to specific segments of your audience based on their interests and engagement. Relevancy keeps complaints at bay.
  • Unsubscribing Should Be Easy: Don’t force people to endure your emails if they’re no longer interested. Provide a clear and easily accessible unsubscribe link in every email.
  • Functional List-Unsubscribe Headers: Implement these headers to ensure smooth, automated unsubscribes.

List Hygiene:

  • Clean Up the Cobwebs: Regularly remove inactive and unengaged subscribers from your list. They’re just dead weight dragging down your deliverability.
  • Validate Your Addresses: Ensure every email address on your list is valid and active. Avoid sending anything to invalid addresses like spam traps or typos.
  • Confirmed Opt-in: Consider implementing this extra layer of permission for new subscribers, especially if you’re facing complaints.


  • SPF, DKIM, and DMARC: These authentication protocols verify your identity and prevent email spoofing, protecting your brand reputation. Also Google and Yahoo will be requiring these for bulk senders in 2024.
  • Regular Checkups Are Crucial: Monitor your authentication records regularly to ensure they’re error-free and consistently verifying your emails.


  • DNS Matters: Ensure your DNS settings, including rDNS and Helo domains, are configured correctly. These configurations play a crucial role in email deliverability.
  • Bot Protection: Implement anti-bot features like reCAPTCHA on your signup forms to prevent bots from filling your list with junk addresses.
  • Separate Streams: Whenever possible, send transactional emails from a separate domain or IP address than your marketing emails. This can improve overall deliverability.

Additional Tips:

  • Content is King: Double-check your email content for errors and ensure it’s well-formatted and engaging. Poorly written emails can trigger spam filters.
  • Optimize for All Devices: Make sure your emails render correctly across various devices and screen sizes. No one enjoys a squished or unreadable email.
  • Consistent Sending: Maintain a regular sending schedule to build trust with email providers. Consistency is key in establishing a reliable reputation.
  • Track Your Progress: Monitor key metrics like open rates, click-through rates, and bounce rates to identify areas for improvement and measure the effectiveness of your efforts.
  • Continuous Improvement: Email deliverability is an ongoing process. By constantly learning and adapting your practices, you can maintain a strong reputation and ensure your emails reach their intended destination.

Remember, building a strong email reputation takes time and effort. But by implementing these tips and consistently focusing on improvement, you can say goodbye to the spam folder and hello to a thriving email marketing program.

* This was mildly successful as a Linkedin post so I thought I’d turn it into a full blown blog post as well. If you have tips why not join the conversation.